AaramShop, an online grocery shopping that ties up with mom-and-pop grocery stores for orders, has launched AaramTV. AaramTVs are AV screens that will be placed at grocery stores and will broadcast infomercials or advertisements.
AaramShop plans to place AaramTVs at locations with high footfalls and intends to associate as many vendors as listed with them by the end of this year. Brands can advertise on AaramTV and engaged with the audience. Apart from that, AaramTVs are supported by cloud technology thus enabling real-time selection and targeting of stores as per the stores and location of the store. It needs to be seen how many customers get influenced by the advertisers at the point of sale. Kirana shopping, as much as planned is also impulsive for most. If AaramTV can encourage customers to make impulsive purchase and increase the bill it’s a win-win situation for both advertisers and grocery stores.
AaramShop is a hybrid retail platform integrates the advantages provided by the Internet with the strengths of the neighborhood retailers. They tie up with mom-and-pop (kirana) stores and take their orders for them for free, while charging brands for promoting their wares to those online. AaramShop claims that there are over 2150 retailers across 27 cities in India that use their service. AaramShop is currently self funded.
Out Of Home (OOH) media also places LCD/Plasma screens at malls, gyms, supermarts, lifestyle stores, IT parks, BPOs, among others. Advertisers can then place ads based upon location, footfall, and audience. However, unlike AaramTV, OOH media’s advertising does not exactly display ads at the point of sale where user can make the purchase impulsively unless it’s inside the mall or supermarket. If advertisers on AaramTV could place ads on grocery stores of their products based on availability of the product in the grocery stores it could result in a better ROI for the advertisers. We believe advertisers could do this with the use of AaramTVs cloud technology.
Apart from that, Live Media also provides LCD Screens in places such as Restaurants, Corporate Offices, BPO’s, Gyms, Salons, Hospitals etc. Times OOH media, a subsidiary of Bennett, Coleman and Co. Ltd (BCCL), has a multi-year advertising contract at Delhi & Mumbai airport. There’s also En Route that delivers in-cab advertisements via LCD screens in the cab. En Route’s service, as of now, is available only for EasyCabs passengers in Mumbai and it had recently tied up with Buzzr.in to launch in-cab deals.